Ever heard of it? It's kind of buzz-word these days, so likely, you have. But since your primary business is meeting the employment needs of your clients, chances are that you don't have a firm grasp of this important concept.
But if you want to grow your PEO - or even just keep it afloat with the occasional new, paying customer - this is your best option for getting in front of the exact right target audience at the exact right time.
Intrigued? Read on. You'll have a good grasp by the end of this article!
Content Marketing for PEOs - How Does it Work?
Trying to figure out where to put your PEO's marketing dollars is a daunting task. Should you invest in website SEO, radio ads, Google ads or Facebook ads? What about placing pins on Pinterest or creating stories on Instagram? And what is this thing called content marketing? Does it work?
What is Content Marketing?
In a nutshell, content marketing is a strategy of building brand awareness and a relationship with your target market by offering free, valuable and relevant information. Doing so increases the chances that when someone in your target demographic is ready to buy, he will buy from you because you have provided him something of value in the past without asking for anything in return. When implemented correctly, this strategy is a highly effective way of obtaining new clients at very little cost.
Does it Work for PEOs?
PEOs are particularly well-suited for content marketing because they provide a solution to a myriad of problems, from administering employee benefits to ensuring smooth payroll processing. Posting helpful information about the problems that a business might have when it comes to hiring issues, workers' compensation insurance, regulatory compliance and more is a way to subtlely market your PEO to the people who decide whether or not to outsource their employee management tasks.
Where to Start?
How do you start to figure out your content marketing strategy? Is it just starting a Facebook page or a Twitter feed? The answer to that is no. Content marketing is not throwing everything at the wall to see what sticks. Rather it is a consistent, well-planned strategy of finding where your target market is, understanding what resonates with it and then offering information that it can use.
One way to start is to think of every issue that a business has when it comes to managing employees. This is fairly easy because you already know what solutions your PEO offers. Now you just need to put yourself in the shoes of the business owner or manager and think about how overwhelmed he is trying to keep up on recruiting, safety management, training and all the rest. Wherever he goes looking for answers to questions he has about any of these issues, this is where your free, helpful content needs to be.
What Kind of Content and Where?
Content can come in all sort of forms and can be inspirational or humorous as well as informational. It can fit on all kinds of platforms. For example, you can offer on your PEO website a free ebook with helpful suggestions about recruiting employees or pitfalls to avoid when it comes to contesting unemployment claims. You can offer a free newsletter or webinar about common issues with payroll processing, workers' compensation claims and more.
If you want to go the social media route, you can hold Facebook live events in which you answer common regulatory compliance questions or offer insights about employee handbooks. You can post informative infographics on Pinterest, curate helpful content on Twitter or highlight relevant news stories on Facebook. You can also post informative videos on YouTube, upload free podcasts to iTunes, and guest blog on websites that complement yours.
In all of these examples, the idea is not to give away the store but to build brand awareness so that when a company's decision maker determines that is time to hire a PEO, it is your PEO that he wants to hire because it gave him valuable content when he needed it. It informed him, answered his questions or in some other way helped him, and it did it for free.
This is how content marketing works. It creates a subtle but enduring trust between a target demographic and a PEO long before anyone in the target market becomes a client or customer. It builds a bond by offering something of value for nothing in return, turning potential clients into actual clients year after year.
Seem overwhelming? Well, it can certainly feel that way. But that's where we come in. We do this all the time . . . with results for PEOs just like you!
Start out by subscribing to our emails over at the right. They contain helpful tips and advice for your marketing efforts. And we promise not to flood your inbox.
Check out this additional article from Stone Creek Consulting:
When Marketing Doesn't Work
Inbound Marketing and How it Benefits PEOs
How to Run a PEO Online Marketing Campaign
Ready to hit the "GO" button on your campaign? Before you dive in, make sure you've dotted all your I's and crossed all your T's. Here's a checklist to make sure you've covered all your bases!